Viacom18 Consumer products has partnered with California clothing company, Point Cove, to introduce an exclusive collection called ‘MTV X Point Cove’ for children. The collaboration marks a significant milestone as MTV expands its renowned franchise into the kids’ segment for the first time in India.

The collection, designed for kids aged 3-14 years, showcases vibrant colors that capture the essence of MTV. It will be available on Ajio.com and in over 500 Reliance Retail stores, including Trends and Trends Junior, starting at a price of Rs. 299.

The collection revolves around the theme of ‘Play, Pause, Rewind’ and combines MTV’s unique imagery, bold graphics, and lively colors with Point Cove’s commitment to quality and comfort. Sachin Puntambekar, Business Head of Consumer Products at Viacom18, expressed his delight in partnering with Point Cove to introduce MTV’s first-ever kids’ collection in India.

As per the press release, collaboration aims to bring the magic of MTV to a younger audience, providing fans with an exciting range of products that reflect their admiration for the brand.

Nitin Sehgal, Senior Vice President, Chief Merchandising Officer at Reliance Retail, Fashion, Lifestyle, expressed his satisfaction with the licensed collaboration range, MTV X POINT COVE.

This collaboration strengthens the partnership between Reliance Retail and Viacom18, offering customers a distinctive assortment. The special edition collection is playful, vibrant, and sure to delight fashion-forward young audiences.